The Case Of HOKA And The Māori Language

When a brand tests the waters of cultural heritage

In recent years, the world of intellectual property has increasingly had to deal with a sensitive issue: the commercial use of indigenous cultural elements. The case of HOKA, a well-known international sports footwear brand, brings into focus the fragile balance between branding strategies and respect for the cultural identities of the original communities.

Founded in France and now owned by the US-based Deckers Outdoor Corporation, the company chose a word from the Māori language for its name: Hoka, short for Hoka One One, which may be translated as "fly above the earth". Not surprisingly, the logo depicts a bird in flight and the company slogan reads: "Fly Human Fly".